In just over two years, Los Angeles–based Heaven Mayhem has grown from a bedroom start-up into one of fashion’s most closely watched new names. With a clear aesthetic and a nimble approach to business, the brand has moved from cult jewellery label to multi-category accessories player—expanding into sunglasses, watches, handbags, and even home décor.

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Founded in 2022 by Australian creative Pia Mance, Heaven Mayhem began with little more than a small budget, a handful of vintage pendants, and a Shopify store. What distinguished it from the flood of Instagram-born brands was speed and instinct. Early pieces—retro-inspired pendants and hoops with a modern polish—landed quickly on influencers and then on celebrity tastemakers like Bella Hadid and Hailey Bieber. The momentum established the brand as a “cool girl” insider label almost overnight.

Mance, who had previously worked as a model and content creator, leveraged her understanding of social media to build the brand’s community. Her positioning was clear: Heaven Mayhem would not simply sell jewellery, it would sell the lifestyle of the polished, effortless LA girl.

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What’s striking about Heaven Mayhem is how quickly it expanded beyond its jewelry roots. The brand’s journey began with simple cord necklaces and pendants, but once demand took off, Mance wasted no time broadening the product range. In its first year, Heaven Mayhem introduced earrings and even playful belts to complement its necklaces. By mid-2024, the lineup grew to include vintage-inspired watches (the **“Bella” watch, a $250 best-seller, nods to a classic menswear timepiece) and even decorative brooches for a touch of old-school glamour.

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The brand didn’t stop at personal adornments – it ventured into lifestyle accessories as well. Heaven Mayhem launched innovative “Book Boxes”, which are chic jewelry storage cases disguised as coffee-table books, marrying form and function in home décor. These book-boxes (including a special Bridal Book Box edition) became a hit for keeping trinkets organized in style, reinforcing the brand’s goal of elevating the everyday. By early 2025, Mance set her sights on yet another category: sunglasses. Over a year in development, Heaven Mayhem’s debut eyewear collection dropped in February 2025– a four-style line of statement sunnies that the team meticulously wear-tested for the perfect fit and tint. “We set the goal that 2025 would be the year we establish ourselves as the go-to destination for accessories – and sunglasses, for me, are absolutely essential,” Mance told Marie Claire. True to that vision, the initial run included styles like the Vittoria (a ’70s-esque chocolate aviator) and the Margaux (a slim oval frame “for everyday chic”), which sold out after being spotted on multiple influencers.

By mid-2025, Heaven Mayhem even ventured into the handbag arena – not by making purses from scratch, but via a creative collaboration (more on that shortly). In just two and a half years, what started as a small jewelry label had transformed into a full-fledged accessories brand spanning jewelry, watches, eyewear, small leather goods and home décor. This rapid growth speaks to the brand’s agility in responding to its community’s desires – and to Mance’s ambition to build “the go-to place for timeless accessories” rather than just a jewelry line.

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Partnerships have been central to Heaven Mayhem’s growth. Each has been positioned to extend the brand into new categories while aligning with its identity:

• Odd Muse x Heaven Mayhem (2024) – A capsule with UK-based fashion label Odd Muse resulted in a pair of resort-inspired statement earrings. The collab introduced Odd Muse’s clientele to Heaven Mayhem’s jewelry, featuring a gold earring with a faux “lime cream” pearl that perfectly complemented Odd Muse’s summer ready-to-wear staples. This “iconic collaboration” fused Heaven Mayhem’s playful design (the earrings were a riff on one of HM’s best-selling styles) with Odd Muse’s contemporary British chic, and quickly sold out among fans of both brands.
• Freja x Heaven Mayhem (2025) – In a headline-grabbing transatlantic team-up, Heaven Mayhem joined forces with Freja New York, an up-and-coming purse label known for its modern vegan leather handbags. The two “of-the-moment brands” co-created a limited edition of Freja’s Mini Chrystie shoulder bag – but with a twist Heaven Mayhem added jewelry DNA to the mix by designing a detachable tassel bag charm based on one of its own necklace pendants, adding a bit of sculptural bling to the sleek mini bag. They also unveiled the Mini Chrystie in two fresh colorways (a Chocolate Suede Croc and a glossy Reptile Noir) exclusive to this collab. The result was described as a “refreshing twist” on two categories that often feel tired – bag charms and mini handbags – breathing new life into both. The Heaven Mayhem x Freja bag launch generated considerable buzz on social media (complete with a chic New York Fashion Week paparazzi-style campaign) and underscored how independent brands can create “game-changing” products by joining forces.
• Real Fine Studio x Heaven Mayhem (2025) – This collaboration saw Heaven Mayhem venture into fine jewelry for the first time. Real Fine Studio, an LA-based fine jeweler founded by designer Eliza O’Connor, is known for its lab-grown gemstones and “direct-to-client” bespoke approach. Teaming up with Real Fine, Heaven Mayhem introduced a three-piece capsule of essential fine jewelry: a tennis necklace, a tennis bracelet, and a pair of gemstone studs. All pieces were crafted in 925 sterling silver and adorned with lab-grown moissanite, aligning with Real Fine’s sustainable luxury ethos and bringing a new level of refinement to Heaven Mayhem’s lineup. The range was praised as “the epitome of wearable luxury” – classic, sparkling designs that still felt youthful and layerable. This collab not only expanded Heaven Mayhem’s product range into upscale territory, but also highlighted the brand’s credibility: partnering with a fine jeweler signaled that Heaven Mayhem can play in the high-end space while remaining true to its stylish-but-accessible DNA. (As a bonus, the two Aussie-founded brands donated a portion of proceeds to support wildfire relief in their adopted home of California, adding a feel-good aspect to the launch.)

Rather than volume, the collaborations emphasise curation—each tells a story and delivers a distinctive product, allowing Heaven Mayhem to stretch its reach without diluting its image.

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Visually, Heaven Mayhem has built a strong identity around what Mance calls “refined, wearable statements.” Campaigns lean into vintage cars, warm-toned imagery, and off-duty glamour. The brand’s pieces are designed to feel nostalgic yet versatile: recognisable enough to make a statement, simple enough to be worn daily.

This positioning has resonated with both fashion insiders and celebrity stylists. Sydney Sweeney, Sofia Richie Grainge, and Rosie Huntington-Whiteley have all been spotted in the brand’s designs, lending further cultural credibility. The effect is a label that feels insider-driven, yet accessible to a broad digital audience.

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At the heart of Heaven Mayhem is Pia Mance, the 28-year-old founder and creative director who has steered the brand’s aesthetic and growth from day one. Mance’s personal journey is practically a case study in the new generation of fashion entrepreneurs. She grew up in Australia and had early exposure to style and business – she did some modeling and built a following as an Instagram influencer, and watched her husband run a startup – but she had never helmed a company herself. Moving to Los Angeles in 2022 gave her the impetus to “do something for myself,” as she put it. That something was Heaven Mayhem, which she launched single-handedly from her home with minimal funds and maximal hustle.

Mance is very much the creative engine of Heaven Mayhem. She personally designs or approves every piece, drawing inspiration from hours spent scouring vintage markets and her own jewellery box of heirlooms. She has a clear vision of the brand’s muse – a girl who is “refined, polished, and effortlessly stylish” yet not afraid to have fun with fashion– and Mance ensures each collection speaks to that sensibility. It helps that, in many ways, Pia Mance is the Heaven Mayhem girl: her personal style (frequently showcased on her social media) mixes vintage finds with of-the-moment trends, just like her products do. This authentic alignment between the founder’s taste and the brand’s identity has been key to Heaven Mayhem’s strong branding. Fans feel like they know the person behind the company, which fosters trust and loyalty.

Despite her glamorous influencer past, Mance hasn’t shied away from the nuts and bolts of building a business. In interviews, she’s shared how she started with essentially nothing – “I only used $900 to start the business,” she noted, since most of her savings were tied up in moving to the U.S.– and learned everything on the fly, from sourcing materials to packaging and marketing. Those early days of cutting cords and assembling necklaces by hand gave her an appreciation for craftsmanship and detail that still informs the brand (for instance, Heaven Mayhem’s jewelry is now produced by manufacturers, but Mance insists on using quality 18k gold plating and intricate detailing that harkens back to her handmade beginnings). As the company grew, Mance also began assembling a small team, hiring for roles like operations and marketing – but she remains the chief creative decision-maker and the face of the brand.

One of Mance’s strengths is her savvy use of storytelling and transparency as a founder. She frequently brings her audience behind the scenes of Heaven Mayhem’s development. Whether it’s sharing the design process for a new collection on Instagram Stories, penning a candid Substack newsletter about a product launch, or chatting about business challenges on her podcast “Pia’s Pod,” she engages customers in the brand’s journey. This openness has made followers feel invested in Heaven Mayhem’s success. It’s also a smart marketing tactic: Mance has effectively turned herself into an influencer for her own brand, leveraging her personal voice to humanize the company. In doing so, she’s building not just a customer base, but a community of cheerleaders who are rooting for Heaven Mayhem to win.

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Commercially, Heaven Mayhem runs on a direct-to-consumer model, built around limited product drops. Each release is teased weeks in advance, often with early-access signups, and sells out within days. This model both controls risk and builds hype.

Influencer-driven visibility remains a core growth engine. Early adoption by tastemakers gave the brand momentum; continued support from celebrities and micro-influencers sustains it. Pop-up retail, such as its 2025 activation at Selfridges London, adds a physical touchpoint and global visibility without the overhead of permanent stores.

The model reflects a new generation of accessory brands: lean, digitally native, and community-first. Rather than following fashion’s traditional calendar, Heaven Mayhem builds its own cadence, moving at the pace of its customer base.

Looking Ahead

For Pia Mance, the vision is clear. Heaven Mayhem is not only a jewellery label but a broader accessories destination. By expanding into adjacent categories, it positions itself less as a niche brand and more as a lifestyle proposition.

The strategy reflects a wider shift in the industry. Consumers are increasingly willing to buy into independent, founder-led brands that feel personal, digitally fluent, and culturally relevant. Heaven Mayhem has proved that with the right mix of design identity, storytelling, and agility, even a bedroom-born label can become a multi-category player in just a few seasons.